The Challenge

As a bridge-to-luxury apparel brand with a high average order value, Shades of India faced low conversion rates typical of premium D2C brands and a plateau in performance from their previous agency. While sale bursts reached a 10x ROAS at modest budgets (INR 2.6L), BAU campaigns averaged around 1.8x ROAS.

The Strategy & Execution

• Scale with efficiency: Doubled media spends within 3 months and maintained 9x ROAS during sale events at 2x previous budget.
• Optimize traffic signals: Refined audiences and creatives, aligned targeting with collection themes, and tightened geo-focus toward high-intent regions.
• Reallocation for growth: Paused non-essential brand search campaigns without competitor bidding and reinvested budget into new acquisition.
• Maximize non-sale revenue: Improved BAU ROAS by 95%, from 1.8x to 3.5x, through LPV-optimized engagement campaigns that improved user quality and remarketing pool depth.
• Creative slicing across funnels: Brand films and testimonials for upper funnel, rich product USPs for prospecting, and dynamic feed plus offer-led creatives for remarketing.
• Placement-led scaling: Stories and reels campaigns helped boost Instagram revenue by 3x.